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LeBron James was a millionaire even before he signed his first pro contract. At the age of 18, even before James was drafted by the Cleveland Cavaliers, he signed a 7-year, 90 plus million dollar deal with Nike, including a 10 million dollar signing bonus. He already has four signature shoes with another one on the way, including his own apparel line. He is being paid to chew Bubblicious, drink Sprite, and even has his own PowerAde flavor. When you can dominate your sport, chances are companies will be coming at you with big money endorsement deals to wear or use a certain brand and appear in commercials or print ads with their products.

Reports this week have Kevin Durant signing the second-largest rookie deal in basketball next to LeBron James, a seven-year, $60 million endorsement deal with Nike that includes a $10 million signing bonus. Adidas supposedly offered $70 million but Durant chose to go with the swoosh brand because he has a history dating to eighth grade with Nike. Durant may have a short reign though with the second-largest rookie deal because O.J. Mayo is expected to be one and done at USC.

Mayo will soon have the multi billion dollar companies knocking on his door. Shoe companies like Nike, Reebok, and Adidas will be major players for Mayo’s services. Although forbidden to sign any deals until out of college, shoe companies can and do start early, as evident by Durant’s loyalty. They host tournaments featuring the top high school players. They endorse schools and AAU teams. Reebok gives Mayo’s AAU team, the D-I Greyhounds, a reported $75,000 a year. Mayo will be attending USC this year which is a Nike sponsored school.

Experts and analyst say Mayo could command up to $10 million per year on a sneaker deal with an additional $10-20 million on other potential sponsorship deals. “He has charisma. He walks in a room, you know he’s there. There may be other people who may be as talented him, but he carries himself like he’s special,” said Chris Rivers, vice president of grassroots basketball for Reebok.

Another thing Mayo has going for him is his name. When someone says “LeBron” or “Kobe”, everyone already knows who they are talking about. The same will be true with “O.J.” It would be silly for orange juice companies, like Tropicana or Minute Maid, not to notice his initials. His last name makes him a natural to endorse a mayonnaise manufacturer. Or any foods that taste good with mayo. Or anything that even looks like mayo.

O.J. Mayo not only has the talent to be a household name but he has the marketability companies want. He may not be the best basketball player coming out of next year’s draft but he will be the highest paid one. Only two high school players have had so much hype and the big name. The first was LeBron and O.J is the other. In a few years, don’t be surprised if you see Mayo’s million dollar smile when you are getting a glass of orange juice or spreading mayonnaise on your sandwich, all while watching him dominate the basketball court, in his sponsored sneakers of course.

3 Comments to “The Marketability of O.J. Mayo”

It’s too bad that these players are getting amazing endorsement deals, even before they spend one minute on the court. Sometimes, success is automatic, as in Lebron’s case. Othertimes, these gargantuan sneaker contracts are all for naught; case in point, Sebastian Telfair’s massive signing with Adidas. The jury is still out on Durant, even more so on O.J. Mayo. Nevertheless, one can’t hide the potential marketing juggernaut that these stars can be. Plus, both Nike, Adidas, and Tropicana, have the money to burn, if their star player doesn’t perform as expected, or commits something criminal and totally asinine, like Michael Vick and his dog pound.

“Another thing Mayo has going for him is his name. When someone says “LeBron” or “Kobe”, everyone already knows who they are talking about. The same will be true with “O.J.””

Um… Are you aware of the fact that there was another sports celebrity named “OJ” who is widely believed to have committed a double murder and is one of the most reviled people in America? That’s the kind of thing that might hinder the marketability of the name “OJ”.

I don’t care how good a commercial he might make for orange juice, Mayo has to change what he calls himself if he’s going to get a big endorsement deal, because the name OJ is now officially what they call in the industry “brand poison”. It kind of boggles the mind you didn’t mention that.

But Mayo has to something that Lebron and Kobe didn’t get to do to get their sneaker endorsement and that is earn it on the court. Their endorsments got lucky that both players lived up to their hypes. Lebron’s and Kobe’s hype got them their endorsments before they played on NBA soil. Now thanks to the new rule that HS players can’t jump to the NBA anymore Hype won’t be enough to insure endorsments. Mayo has to be top 3 in next year’s draft to have a chance to get multimillions endorsments. Durant earned his nike endorsment by having the kind of season he had as a freshman at Texas and Mayo has to have a great year to maintain his hype going and earn his. It will not be easy for HS players with hype to get endorsments without actually earning them first.